Clothing longevity perspectives: exploring consumer expectations, consumption and use

The production, distribution, use and end-of-life phases of the clothing lifecycle all have significant environmental impacts, but complete lifecycle assessment has identified that extending the active life of garments through design, use and re-use is the single most effective intervention in reducing the overall impact of the clothing industry (WRAP, 2011). In response, Government funded clothing longevity research seeks to develop and test industry-led design strategies to influence and enable consumers to keep garments in active use for longer (Cooper et al., 2014). While recent UK research has indicated significant potential to influence more sustainable consumer behaviour (Langley et al., 2013; YouGov, 2012), up-to-date qualitative research is required to discover how consumer attitudes, expectations and behaviours in relation to clothing lifetimes affects garment care and clothing use. This will help to inform industry-led strategies by understanding where effective changes can be made that will potentially have most impact. This paper presents preliminary findings from a Defra funded action based research project, ‘Strategies to improve design and testing for clothing longevity’. Qualitative research methods are used to explore consumer attitudes, expectations and behaviours at purchase, use and disposal stages of garment lifetimes, and gather data on practices of garment wash, wear, care and maintenance in everyday life. The research findings are discussed in relation to industry-led strategies aimed at extending the life of clothes.